There was very little the product had to offer in terms of excitement and novelty factor - it was just a torch. However, what it did have which was different was its white light. Light that was quite like daylight. So the effort was use this small differentiator and put our product in a context that was larger than life. And despite its size, have bigness in terms of approach and appeal. Something that would, so to say, raise a storm in the market place. And in a dark, gloomy business landscape, our idea was like a bolt of light that showed us a bright way forward.
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